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Public Relations & SEO: An Overview,[object Object],Amy Marshall, Online Marketing Specialist,[object Object],UVA Health System,[object Object],January 5, 2011,[object Object]
A definition,[object Object],Search Engine Optimization – the process of getting found by,[object Object],Search engines,[object Object],Target audiences ,[object Object],Attracting the attention of both requires an approach that covers website content and design, social media, public relations, marketing, and other communications efforts. ,[object Object]
What does SEO entail?,[object Object],Paid/Adwords vs. Nonpaid/Organic,[object Object],Organic or nonpaid search accounts for most website traffic.  ,[object Object],Tasks for Organic/Nonpaid search include:,[object Object],Keyword research,[object Object],Page optimization,[object Object],Link building,[object Object],Social media,[object Object],Content strategy,[object Object]
Keyword Research,[object Object],Answers the question what are people looking for and how are they finding it? ,[object Object],Keywords are the terms or phrases people use when performing a search on the web. ,[object Object],An evolving and complex process, researching the best keywords to help people find the targeted web page(s) involves identifying the most effective and commonly used terms that match the specific content and tasks that web page offers. ,[object Object],Keyword research forms the foundation of the basic goal of any SEO process: Getting found.,[object Object]
Optimizing Pages,[object Object],For a page to be found, it must clearly and accurately identify itself and its content to both search engines and users.,[object Object],This means both the content users see and the metadata search engine robots read must clearly state the topic and its relevance – so users know if they want to click and robots know where to rank the page.,[object Object]
Link Building,[object Object],Search engines give more weight to websites with a large number of links from other credible websites. Inbound links also maximize the ability for users to find us.,[object Object],Sites to find:,[object Object],[object Object]
Directories, industry associations
Reputable blogs, recommending sites,[object Object]
Ongoing Content Plan,[object Object],It’s not enough for a website or page to be accessible through search; to maintain high search engine rankings over time requires that users consider the content on the site itself ,[object Object],worthwhile, ,[object Object],user-friendly, ,[object Object],customer-centric, ,[object Object],trustworthy, and ,[object Object],appealing.,[object Object]
SEO & PR: Shared Goals,[object Object],Building the organization’s reputation and awareness,[object Object],Attracting attention and interest,[object Object],Improving and creating relationships outside the organization,[object Object],Driving, connecting, and matching people to services they need that we offer (that is, getting business),[object Object],In fact, SEO PR is kind of a sub-branch of SEO, defined as:,[object Object],…a blend of search engine visibility and traditional public relations that disperses a company’s message across the Internet by way of online media outlets and search engines. SEO PR not only helps disseminate an organization’s messages, but it also incorporates search engine-friendly communication through techniques such as optimizing copy in online content such as press releases, articles, whitepapers, blogs, RSS feeds and websites.,[object Object]
Similar Tactics,[object Object],Public relations strives to build a company’s reputation, largely through the use of positive media coverage. ,[object Object],SEO (link-building, especially) strives to build a website’s reputation by getting links from relevant and respected web sites – including media sites, social media sites, etc. ,[object Object],Both require:,[object Object],Knowing the audience,[object Object],Writing for that audience,[object Object],Content knowledge,[object Object],Relationship-building,[object Object]
How does SEO benefit PR?,[object Object],SEO:,[object Object],Increases visibility and ultimately more views of press releases,[object Object],Allows your target audience to find you,[object Object],Garner more media coverage,[object Object]
How does PR benefit SEO?,[object Object],SEO-optimized press releases generate:,[object Object],Media relationships that can lead to valuable linking and social media connections,[object Object],Backlinks from credible news sites which increases the ranking of your website or blog for your keywords ,[object Object],Visibility in search engines ,[object Object],Ranking in Google News and Yahoo News for your keywords,[object Object],Tens of thousands of headline impressions across hundreds of blogs, websites, and news sites that run RSS headlines,[object Object]
A Nice Quote,[object Object],“To get the maximum return from any publicity effort, PR people and SEO people need to meet together and look for the synergies that can be created through their respective disciplines.”,[object Object]
Some first steps:,[object Object],From the SEO side, we can: ,[object Object],Track traffic for specific news-related items,[object Object],Track search results and social media mentions,[object Object],Optimize pages and content to reflect news items; link to press releases,[object Object],Share opportunities for outreach or coverage that appear in search,[object Object]
First Steps,[object Object],From the PR side, helpful items include:,[object Object],Using keywords for specific anchor text – the terms that link to the site – in press releases,[object Object],Linking back to uvahealth.com where possible – and where it makes sense,[object Object],Writing appealing releases that people will want to share ,[object Object],Try (if not already) an online press release distribution service that pushes releases out to online as well as print media ,[object Object],Share contacts and connections for link-building activities where appropriate,[object Object]
Resources for Further Research:,[object Object],http://hubpages.com/hub/SEO-Press-Releases-How-to-Write-them-and-Where-to-Submit-Them,[object Object],http://publicrelationsblogger.com/2010/05/what-is-seo-pr-search-engine.html,[object Object],http://www.toprankblog.com/2009/03/4tips-approval-optimized-press-releases/,[object Object]

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Public Relations and SEO